Abstract
The theoretical and methodological principles of assessing the potential of agricultural regions as prerequisites for the formation of territory branding strategy are considered. The stages of using the branding of the agricultural region as a strategic development tool and the components of the brand of the agricultural region in the context of developing a branding strategy are determined. The importance of taking into account the complexity of the use of potential components and their impact on the competitiveness of the region has been updated. The list of problems, the solution of which is aimed at the use of the branding strategy of the agricultural region, is defined. A methodical approach to assessing the potential is proposed based on the definition of the synergistic agricultural potential of the region, which acts as a comprehensive indicator that unites a wide range of resources of the region’s agrarian sector. The components of the synergistic agrarian potential, which include indicators of labor, economic and resource potential, are substantiated.